How to set the right performance targets: a 10 step target setting too
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Target setting tool 

How to set the right performance targets: a 10 step target setting tool 

June 06 2012

This tool is based on research by Professor Mike Bourne and Dr Monica Franco-Santos at the Centre of Business Performance, Cranfield School of Management and was adapted from The impact of performance targets on behaviours: a close look at sales force contexts, CIMA/ Cranfield School of Management, 2009.

Targets are frequently used as a motivational technique. Founded on well-established theories of achievement motivation, targets that are specific and perceived achievable can help to focus managerial action, encourage people to succeed and drive superior performance.

But setting the right targets is tricky and has become a real issue for many organisations.

Based on a two-year study and inter views with nearly 100 sales people the Cranfield School of Management have identified the common barriers to setting effective targets, and developed a 10-step tool that to help improve the target setting process.

Common target setting issues
There are three common issues that undermine the effectiveness of targets. These are:
• The forecast was mainly based on past performance so people do not over achieve as over achievement will make the next year’s target much harder
• Some targets are based on the wrong performance measures which is often referred to as ‘hitting the target and missing the point’
• Targets were ‘given’ to the sales people and no ownership was created.

10 step target-setting tool
This target-setting tool will help you better understand and implement sales targets. It is divided into 10 steps and presented in the form of a wheel to illustrate its cyclical nature.

Download the report

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James Hood

Great resource and very timely as we undertake KPI and targets in our organization.

Oct 16, 2016 5:41 PM

PDF is definitely still missing pages 4 & 5.

Aug 20, 2015 3:10 PM
Scott Moskowitz

Pages 4 and 5 are still blank

May 14, 2015 5:26 PM
Michael Che

at 32 we can see repeat performance target from  being

download before it reach 38.There are automated and

user-initiated,either could bring the system down.

Mar 26, 2015 9:53 AM
Dane Dover

Are pages 4 and 5 supposed to be blank?

Aug 1, 2012 12:08 PM
Jack Ashman

Hi Shaw, the download link is work fine now.


Jun 13, 2012 12:48 AM

No you can''t....

Jun 7, 2012 2:08 PM
Stacie Saunders

Shaw, thank you for letting us know.  The issue has been resolved and you should be able to download the tool.

Jun 1, 2012 2:24 PM
Shaw Merrill

download link is broken

Jun 1, 2012 12:29 PM
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